Summary: The research focuses on the use of different branding strategies, particularly brand equity, in order to maintain brand loyalty. China is the fastest growing consumer market in the world, studying the perception, attitude and purchasing behavior of Chinese consumers will help realize brand value and it is important to implement the knowledge when trying to understand a particular topic. When the topic is put into practice it is better to understand it and find a logical conclusion. Every research has its impacts and therefore can be used as an increase in facts and ideas. Brand equity and brand loyalty go a long way in gaining a major advantage in increasingly competitive markets, so it is essential to understand the importance of branding and how companies market themselves to build brand equity and achieve brand loyalty . The main purpose of this research will be to investigate the relationship between brand equity and brand loyalty and their significance as it is a crucial part of a company's marketing activities and how the research will be conducted using the relevant methodology and the appropriate research paradigm together with its proposal Methodological research paradigm: in order to gain a clear understanding of the effects and use of branding strategies to create high value; brand equity and achieve brand loyalty, the qualitative method will be applied to the research. It was believed that using this method will facilitate the acquisition of information and the description of complexity (Hanson and Grimmer, 2007). The research shows an inductive approach where data will be collected from literature review and also from further field research such as interviews and observations. One of the main benefits… half of the paper… the research community has come to the fore. This study may create some threats to participants, such as crude or disguised observation (Boote and Mathews, 1999) and deception in data acquisition techniques. Obviously, ethical questions can be raised at all stages of research. However, this research will be based on established standards and ethical considerations used in the past. Therefore, the reports and findings of the research study will be taken into account and a high level of importance will be given to people's feelings and their opinions expressed in our study, honoring them with the right use of words. The research team will be trained to treat participants with respect so that they are protected from exploitation. The research team will perform subjective measures to ensure that the research proposal is exclusively free of bias.